A/B/C Test

Auto-Ship/Subscription Information Open by Default

During our UX Competitor Benchmarking and Expert Review, we identified a gap in how subscription options were being communicated on the product page. While leading competitors made subscription benefits clear and visible upfront, the existing design required users to manually select the auto-ship option to view any supporting information.

Based on these findings, we hypothesised that users were not sufficiently aware of the benefits of the subscription unless this information was surfaced earlier in their journey. To test this, we launched an A/B/C test with two distinct variants: one where the auto-ship information was opened by default when either purchase option was selected, and a second variant that further enhanced this with clearly worded messaging that highlighted the benefits of subscribing. Our goal was to evaluate whether improved visibility and messaging could increase engagement with the subscription option and improve key performance metrics.

The Results

Both test variants outperformed the original layout, but Variant 2 stood out. While Variant 1 showed promising uplifts across the board, it was Variant 2 - featuring enhanced subscription messaging - that delivered the most substantial long-term value. With a 104% increase in auto-ship selection and a 33.39% uplift in revenue per visitor, the test proved that making subscription benefits visible upfront can meaningfully influence customer behaviour. Despite a slight dip in add-to-cart rate, the strong conversion and revenue gains made Variant 2 the clear winner, and it has now been rolled out permanently.

  • 104%

    Increase in Auto-Ship Selection

  • 33.39%

    Increase in Average Order Value for Returning Visitors

  • 8.39%

    Increase in Conversion Rate
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